Intent Data Won’t Save You If You Use It Wrong

Intent data is one of the most powerful tools for B2B sales and marketing—but most companies aren’t using it correctly.

Too many teams treat intent data like a magic list of guaranteed buyers, only to see their response rates tank and their pipeline clogged with bad leads.

Intent data works—but only if you know how to use it the right way. Here’s how to avoid the common mistakes and actually turn intent signals into revenue.

The Most Common Ways Companies Screw Up Intent Data

🚩 Treating Intent Data Like a Cold Call List
Just because a company read an article about CRM software doesn’t mean they want a sales pitch five minutes later. Intent signals ≠ buying intent.

🚩 Focusing on Weak Intent Signals
One blog post view or keyword search isn’t enough. Real intent comes from multiple, consistent engagement signals.

🚩 Ignoring First-Party Data
Your own website, CRM, and email engagement data are the strongest intent signals. If you’re only relying on third-party data, you’re missing the bigger picture.

🚩 Not Aligning Sales & Marketing
If marketing is generating intent-based leads but sales doesn’t know how to follow up properly, you’re wasting good data.

🚩 Using a One-Size-Fits-All Approach
Not all intent signals are the same. Someone reading an educational blog post needs a different approach than someone researching competitors.

The Right Way to Use Intent Data

✔ Prioritize Strong Intent Signals
Look for multiple engagements over time—like a prospect visiting your pricing page, attending a webinar, and downloading a case study. That’s real buying intent.

✔ Combine First-Party and Third-Party Data
Your best insights come from your own website, CRM, and customer interactions. Use third-party data as a supplement—not your only source.

✔ Segment and Personalize Outreach

• Early-Stage Intent? Send educational content.
• Mid-Stage Intent? Offer a case study or webinar invite.
• Late-Stage Intent? Now it’s time for direct sales outreach.

✔ Use Multi-Touch Nurturing
Most buyers don’t respond on the first touch. Intent data should guide a sequence of emails, ads, and content that moves them down the funnel.

✔ Test, Measure, and Adjust
Track which intent signals actually convert, refine your approach, and double down on what works.

Stop Wasting Intent Data—Start Closing More Deals

Intent data isn’t a lead list—it’s a roadmap to better conversations, smarter outreach, and higher close rates.

Want to see how real, high-quality intent data works?

View the Intent Data Slide Deck to see exactly how it’s done. If you’re ready to start using intent data the right way, you can purchase it here.